LESSON NO.

INTRODUCTION TO
COMMUNICATION PLANNING
 TOPIC LEARNING OUTCOME
1 2 3
Be equipped with ample Identify the Understand the process
knowledge of what is Communication Planning of Communication
Communication Planning System Planning

4 3

Identify the different types of Distinguish why Communication Planning is important

Communication Planning to have a perspective of a larger organization
HOW TO GET
AWAY WITH A
SCANDAL?
WHAT IS COMMUNICATION PLANNING?
Communication planning is a strategic process that involves
developing and implementing effective communication
strategies and tactics to achieve specific goals and objectives.
It is an integral part of organizational and marketing strategies,
aiming to optimize the flow of information and messages
between an organization and its various stakeholders.
Problem of Organization
Target audience
Objectives and clear messages
Communication channels
Timeline
Monitoring and evaluation
 COMMUNICATION PLANNING VS
COMMUNICATION MANAGEMENT PLAN
Communication Plan: A communication plan refers to a
strategic document that outlines how communication will
be carried out within a specific project or initiative.
Goals and objectives, target audience(s), key
messages, communication channels, and tools, and
timelines.
Communication Management Plan: It goes beyond the
implementation phase and includes not only the
execution of communication activities but also the overall
management and governance of communication
processes.
Communication roles and responsibilities, stakeholder
analysis, risk management, measurement and
evaluation, and escalation procedures.
WHY STRATEGIC COMMUNICATIONS
MATTERS
The strategic communications plan is an
implementation strategy that helps the organization
achieve its strategic goals. It is a companion to the
overall strategic planning process that builds on the
mission and vision statements. Communications
planning establishes clear goals and objectives linked
to specific programs and services.
 BENEFITS OF STRATEGIC
COMMUNICATIONS PLANNING
Help in setting priorities and clarifying future direction.
Improve performance and stimulate creative thinking.
Build teamwork and expertise.
Use limited resources effectively.
ROLES AND RESPONSIBILITIES IN
STRATEGIC COMMUNICATIONS PLANNING

Communications action team (CAT)

Is in charge with all facets of the organization’s communications effort.
The CAT is in charge of doing the research—or working with outside experts to have it
done—to create the communications plan.
Communications Audit Team
A communications audit is a comprehensive analysis of an organization’s
communications—internal and/or external—to review communications needs, policies,
practices, and capacity in order to improve the organization's efficiency and
effectiveness.
It collects collateral communications materials, conducts an inventory, and prepares
an analysis of the communica- tions products developed by the organization.
The team identifies communications issues that must be addressed by the
organization in four key areas:
Management and production
Messaging and branding
Identification of efficient and effective communications tools
Techniques and issues to be addressed throughout the strategic
Communications planning process
ROLES AND RESPONSIBILITIES IN
STRATEGIC COMMUNICATIONS PLANNING

Crisis Communications Planning

Emergencies are predictable events that cause havoc for an organization or the people it
serves and that may harm its ability to perform its mission. There are five major types of
emergencies:
Physical or psychological injury to peoplThe inability to continue important
organizational operations
Damage to or destruction of facilities
Financial loss
Spillover effects from something that has affected other people or
other organizations
Controversies are crises that threaten the organization’s reputation.
The crisis communications plan addresses six essential questions:
1. Who is responsible for managing the crisis, and what are his or her duties?
2. Where should the command center be for responding to the crisis?
3. What resources will be needed?
4. Who should be part of the crisis control team, and what are their responsibilities?
5. What information is appropriate to give to the public?
6. Who will speak for the organization?
ROLES AND RESPONSIBILITIES IN
STRATEGIC COMMUNICATIONS PLANNING

Crisis Communications Team

The crisis communications planning team is responsible for assessing
the possible crises that may confront the organization and for develop-
ing the framework for a plan of action in the event of a crisis.
Crisis Control Team
When a crisis occurs, a spokesperson (usually the chief executive) is
designated to issue public statements, but a crisis control team should
be formed to support the spokesperson as the crisis actually unfolds.
STRATEGIC PLANNING CULTURES

Continuous planning refers to ongoing planning efforts, at

all levels of the organization, to ensure that the
organization adjusts to changes in its internal and
external environments (Redding & Catalanello, 1994).
Distinctions in the man- agement literature among long-
term, middle-term, and short-term planning have all but
disappeared as terms such as the learning organization,
strategic readiness, institutionalization of change, and
proactivity have come to dominate discussions of
planning (Kaufman, 1992; Morgan, 1992).
DEVELOPING MISSION STATEMENT OF
ORGANIZATION
An organization that wishes to engage in successful strategic planning
must write or update its mission statement (Kaufman, 1992). A mission
statement “defines the ultimate objective of the organization and the
most important strategies to be applied in attempting to achieve the
ultimate goal” (Ingstrup, 1990).
Levi Strauss generated a document in the late 1980s titled “Crusaders of
the Golden Needle” which demonstrated the first four components. The
mission read as follows (Ireland, Hitt, & Williams, 1992):
We seek profitable and responsible commercial success in creating
and selling jeans and casual clothing (purpose).
We seek this while offering quality products and services—and by
being a leader in what we do (strategy).
What we do is important. How we do it is also important (values).
Here's how (behavioral standards):
By being honest. By being responsible citizens in communities where
we operate and in society in general. By having a workplace that's
safe and productive, where people work together in teams, where
they talk to each other openly, where they're responsible for their
actions, and where they can improve their skills. (p. 35)
CONDUCTING A SITUATION AUDIT

The past performance of the organization (achievements,

failures, trends in products and services, profits, and other
indexes of performance).
Forces in the organization's environment (economic,
social, technological, and demographic).
The identities, biases, and loyalties of stakeholders (clients
and others who have a stake in the success or failure of
the organization)
Organizational resources
 PLANNING EXIGENCIES

Communication becomes a management function, and

communication executives assume advisory roles (White
& Dozier, 1992).
The external environment can change so rapidly that the
organization may not be able to wait 3 years to adjust its
communication priorities (Redding & Catalanello, 1994).
DIFFERENT TYPES OF COMMUNICATION
PLANS

Strategic Plans
The strategic communication plan
supplements a corporate or a
business/functional plan.
Operational Plans
Operational plans specify how the
organization will achieve its strategic
objectives and establish the allocation of
funds for different communication ventures.
Work Plans
An extension of operational planning (often
performed in the same time period), work
planning is more concrete and specific.
DIFFERENT TYPES OF COMMUNICATION
PLANS

Support Plans
The term support plan refers to the most common kind of communication plan—a
plan for managing a specific activity (e.g., a press briefing or a conference),
initiative (e.g., a campaign to encourage people to purchase a new product), or
issue (e.g., a transportation safety issue).
Crisis Communication Plans
The history of life contains “long periods of boredom and short periods of terror”
(Gould as quoted in Meyer, Brooks, & Goes, 1990, p. 93).
The crisis communication plan constitutes an integral part of the larger crisis
management plan.
Integrated Marketing Communication (IMC)
IMC is a strategic approach that emphasizes the integration of various
communication tools and channels to deliver a consistent and unified message.
Public Relations Planning
Public relations planning systems are designed specifically for managing and
coordinating public relations activities.
DIFFERENT TYPES OF COMMUNICATION
PLANS

Social Media Planning

Social media planning systems have become increasingly
important. These systems involve creating strategies and tactics
specifically geared toward effectively utilizing social media
platforms for communication purposes.
Employee Communication Planning
Employee communication planning systems focus on internal
communication within an organization.
COMMUNICATION PLANNING PROCESS

Defining Objectives
The first step in communication planning is to establish clear objectives.
Identifying Target Audience
It is essential to identify the target audience or stakeholders that the communication will be
directed towards.
3Conducting Research
Research plays a vital role in effective communication planning.
Developing Key Messages
Key messages are the core ideas or information that need to be conveyed through
communication.
Selecting Communication Channels
The next step is to determine the most appropriate communication channels to reach the
target audience.
Creating a Communication Plan
Once the key messages and communication channels are determined, a comprehensive
communication plan is developed.
Implementing and Evaluating
After the communication plan is developed, it is time to implement the planned strategies and
tactics.
Thank you.